Following publication of their proposed principles in October
2013 for marketing online and app-based games, the OFT has recently
published its finalised principles. The principles were
proposed following market investigation launched in April 2013,
after numerous incidents involving children spending up to
four-figure sums on in-app purchases without parental
permission. Research published in May 2013 indicated that
unauthorised in-app purchases by children cost up to £30
million a year in the UK. The investigation highlighted concerns to
the OFT regarding potentially misleading, commercially aggressive
and unfair practices throughout the industry.
The proposed principles were revised to ensure greater
clarification and conformity with relevant law. One notable
amendment is the addition of an annexe to the principles, which
provides the applicable UK and EU legal provisions. It is hoped
that the principles will raise standards internationally.
